????如今，幾乎每一家大公司都很清楚可持續(xù)運(yùn)營的重要性。一般而言，可持續(xù)運(yùn)營意味著節(jié)約用水，越來越多的能源和材料來自清潔來源，而且公司也會獲得積極的社會影響。但問題在于，到目前為止，還沒有太多方法去衡量一個品牌在環(huán)保方面的表現(xiàn)，以及公眾對其環(huán)保努力的認(rèn)識。而公眾的這個認(rèn)識正變得越來越重要。國際品牌顧問公司Interbrand全球CEO杰斯?弗蘭普頓說：“越來越多的公司將社會目標(biāo)和企業(yè)公民作為自己核心產(chǎn)品的一部分。為什么？因?yàn)樗軒椭苿庸镜匿N售?！?/p>

????對于千禧一代尤其如此?？傮w而言，他們更愿意從和自己世界觀一致的公司手中購買產(chǎn)品——特別是在環(huán)保方面。未來十年，那些在幫助人類和地球解決重要問題方面加大投入，同時能夠?qū)⒆约核龅呐τ行鬟_(dá)給公眾的公司將占據(jù)競爭的優(yōu)勢。

????因此，《財(cái)富》雜志（Fortune）與咨詢公司德勤（Deloitte）和Interbrand合作公布了2014年50個全球最佳環(huán)保品牌排行榜（50 Best Global Green Brands for 2014）。這份榜單開始于2011年。今年排行榜的入圍名單來自Interbrand的年度全球最佳品牌（Best Global Brands）報告。這份報告評選出了全球100個最有價值的品牌。全球最環(huán)保品牌排行榜通過兩種方式對50個品牌進(jìn)行排名：它們可持續(xù)發(fā)展計(jì)劃的力度，以及公眾對這些公司所做努力的認(rèn)識。

????德勤從環(huán)保工作的認(rèn)真程度和成效方面對各大品牌進(jìn)行了評估，結(jié)果發(fā)現(xiàn)，榜單上排名靠前的品牌已經(jīng)將可持續(xù)發(fā)展變成了主流。德勤顧問威爾?薩爾尼說：“供應(yīng)鏈行業(yè)是今年的重點(diǎn)。上榜的公司不再局限于供應(yīng)鏈中的溫室氣體排放，而是更加關(guān)注價值鏈上下游的廢棄物和用水問題?！?/p>

????德勤完成對環(huán)保工作成效的評估之后，Interbrand就公眾對各大品牌環(huán)保工作的認(rèn)識進(jìn)行了調(diào)查。它在GDP排名前十位的國家對10,000名民眾進(jìn)行了調(diào)查，評估公眾對各大品牌環(huán)保工作的認(rèn)知。

????今年榜單令人意外的是，福特汽車（Ford）取代了豐田汽車（Toyota），登上了榜首。福特汽車的理念是，可持續(xù)發(fā)展問題應(yīng)該成為公司運(yùn)營不可分割的一部分。目前，福特共有七款電氣化汽車。其中有六款為混合動力車，第七款?？怂闺妱榆嚕‵ocus Electric）則是純電動汽車。

????今年上升幅度最大的兩個品牌是宜家（IKEA，第19位）和服裝品牌Zara（第34位），都比去年提升了14個名次。瑞典家居連鎖店宜家宣布，將與日產(chǎn)汽車（Nissan，第5位）和能源供應(yīng)商Ecotricity合作，在所有英國店鋪為消費(fèi)者安裝電動汽車充電站。宜家是第一批提供充電站的大型零售商之一。這是一項(xiàng)具有前瞻性的策略，可以幫助滿足客戶日益增長的需求。西班牙零售商Zara承諾在經(jīng)營過程中實(shí)踐可持續(xù)發(fā)展，比如，在旗艦店推出廢棄物管理政策，使用有機(jī)棉和生態(tài)織物，以及對員工進(jìn)行可持續(xù)發(fā)展實(shí)踐培訓(xùn)等，如限制能源消耗。這家公司的目標(biāo)是，截至2020年，它在全世界的所有店鋪均實(shí)現(xiàn)百分之百綠色環(huán)保的目標(biāo)。

????此外，全球最環(huán)保品牌排行榜還為每一個品牌打出了一個分?jǐn)?shù)，代表它的總體績效分?jǐn)?shù)和總體認(rèn)知分?jǐn)?shù)之間的差距。正分?jǐn)?shù)表明一個品牌實(shí)際所做的工作超過所得到的贊揚(yáng)，而負(fù)分則意味著一個品牌得到的贊揚(yáng)多于它實(shí)際付出的行動。關(guān)于評選方法，請點(diǎn)擊此處了解更多信息。

????例如，松下（Panasonic）得到了較高的正分?jǐn)?shù)。換言之，雖然松下品牌為實(shí)現(xiàn)更加環(huán)保這個目標(biāo)做了許多令人印象深刻的工作，但卻沒有因此而得到公眾的褒揚(yáng)。蘋果（Apple）得到了負(fù)分?jǐn)?shù)。雖然蘋果公司也在努力提高自己的環(huán)保績效，但消費(fèi)者對蘋果環(huán)保方面的評價高于實(shí)際情況。Interbrand的弗蘭普頓說：“在社交媒體時代，這種情況非常危險，因?yàn)榻K有一天會真相大白。”（財(cái)富中文網(wǎng)）

????50個品牌的排名情況如下：

????Just about every major corporation today understands the importance of running a sustainable business. Generally speaking, this means one in which water gets conserved, energy and materials come increasingly from clean sources, and the social impact of the business is positive. The trouble is, until now there have been few ways to measure not only how brands are performing environmentally but also how the public perceives that performance. And how the public perceives a company’s greenness is becoming increasingly important. “More and more companies are looking at social purpose and corporate citizenship as part of their core offering,” says Jez Frampton, the Global CEO of Interbrand, an international brand consultancy. “Why? It helps drive purchases.”

????That’s especially true of the millennial generation. In general, they prefer to buy from companies who share their worldview—especially when it comes to the environment. In the decade ahead, those companies that invest in initiatives that help people and the planet as well as their bottom line and who can communicate those efforts effectively will have a competitive edge.

????With that in mind, Fortune is publishing the 50 Best Global Green Brands for 2014 in conjunction the consulting firm Deloitte and Interbrand. The list was first created in 2011. This year’s nominees were drawn from Interbrand’s annual Best Global Brands report, which ranks the world’s 100 most valuable brands. The 50 companies on Best Global Green Brands list were ranked in two ways: on the strength of their sustainability initiatives and on how the public perceives those efforts.

????Deloitte, which measured the brands for the seriousness and effectiveness of their environmental efforts, found that the leaders on the list have made sustainability mainstream. Says Will Sarni, a consultant at Deloitte: “This is the year of the supply chain. The companies that made the list are moving beyond greenhouse gas emissions in the supply chain to focus on waste and water use up and down the value chain.”

????After Deloitte measured effectiveness, Interbrand then checked to see whether the public actually knew about all this hard work. It surveyed 10,000 people in countries with the ten largest GDPs to measure the perceived greenness of each brand.

????The surprise on this year’s list was that Ford replaced Toyota as the No. 1 brand. Ford’s philosophy is that sustainability issues should be integrated into the business. The automaker now offers seven electrified models. Six are hybrids. The seventh, the Focus Electric, is a pure battery electric car.

????The two brands that jumped the most this year were IKEA (No. 19) and Zara (No. 34), each rising 14 places from last year. The Swedish home furnishings chain announced that it would be teaming up with Nissan (No. 5) and energy provider Ecotricity to install electric car charging stations for customers at all U.K. stores. IKEA is one of the first major retailers to offer electric charging points –a proactive strategy to help meet the growing demand from their customers. Spanish retailer Zara is committed to implementing sustainable practices across it operations, from introducing a waste management policy across its flagships, using organic cotton and ecological fabrics, and educating staff on sustainable practices, such as limiting energy consumption. By 2020, all its existing stores around the world aim to be 100 percent eco-efficient.

????The Best Global Green Brands list also posts a score for each brand that represents the gap between its overall performance score and its overall perception score. A positive score indicates a brand is doing more than it is given credit for, while a negative score indicates that a brand is being given more credit than its actions merit. More information on the methodology can be foundhere.

????Panasonic, for example, had a high positive gap score. In other words, the brand is doing a lot of impressive work to become more sustainable but isn’t getting credit for it from the public. Apple has a negative gap score. While the company is doing more to improve its environmental performance, consumers believe that Apple is greener than it actually is. “In a world of social media,” says Interbrand’s Frampton, “this can be extremely dangerous because you’ll be found out.”

????The rankings for all 50 brands on the list follow.